It's a great read for those who are interested in YouTube and its monetization strategy.

I think it’s more that nearly everyone at tech – and I’ve witnessed this first hand again and again – is deeply conditioned to think at scale. It is the first question out of anyone’s mouth when it comes to a new service or product – ‘Can it scale?’ Niches, though, don’t scale; they go deep. More importantly, they go deep in a way that wasn’t possible previously.